Mr Akhtar : - Omore vs Walls Ad Campaigns . Omore , Walls at standstill! what's next?

Finally, the girls in the brand management team of Wall's have a menly competition from a budding icecream brand" omore.Let's review how these two teams are using their brand guns to shot at each other.

PAK BRANDS : OMORE AD CAMPAIGN VS WALLS AD CAMPAIGNS

In the first week of Feb (around Feb 4th 2011) Omore begins their passive campaign in Karachi. Wall's icecream fridges were pushed away from the forefront and replaced by bright pink Omore Fridges.Thus,distribution began.And Omore fridges became ubiquitous across Karachi.The brand name were placed adjacent to the general stores ,and ice cream trollies could be seen roaming around the city.

The girls at Wall's were watching covertly Omore Boys' plans unleashing. But they did take an instant action,just for the sake of doing something, they placed Wall's branded buntings at the top of general stores just to give a stare at Omore boys.

Almost 1.5-2 weeks later , the girls finally fired their first branded shot at omore by doing ATL advertising. The city was taken over by Wall's Mango Cone supplemented by a TVCs of the same. Yea , definitley a good idea to advertise a Rs 30 Mango Cone ahead of the Mango season.This was the first competitive move by wall's.

Omore billboard and Walls billboard! Tug of WAR!

Just a few days later , Omore boys upstaged the Wall's Mango cone campaign by bursting their launch campaign. " Karachi ka Dil khushiyoon se Fill " , their tagline which was placed on all billboards across the city. The Omore boys further displayed their talent by placing miniatures of karachi land marks and card board portrayal of rides at the land encircled by various roundabouts around the city

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Moreover, they also announced the launch of their first brand activation program through a billboard in which they had planned a carnival. All these activites almost happened simaltaneously.After a gap of few days ,assuming that consumers have become familiar to omore , a TVC announcing their brand activation program , a carnival, comes on air.But why was Sahir Lodhi chosen for this TVC, perhaps , to attract masses.This 1 week event took place 3 weeks after commencement of distribution and thus almost 1.5 weeks after ATL advertisng.







How can they forget digital marketing , a facebook application designed by "hebrandcrew" which asks users to play puzzle has already been liked by more than 47000 people.

PAK BRANDS: OMORE AD CAMPAIGN VS WALLS AD CAMPAIGNS

Another prominent move by the omore boys which took the Wall's girls by surprise was the " even in karachi we are on the top" billboard deliberately placed above the Wall's mango cone billboards. I am sure the Girls never saw that one coming in. But is this a message to the girls that omore smoked Wall's in Lahore or are the Omore boys just being over smart here. Let the Sales Tally do the talking!

Some more Omore launch ad campaign(OOH).

On March 11th, a little less than a month since Wall's last Mango campaign was launched,they have rolled out another TVC on another favorite flavor " Caramel and Chocolate". This ad showed a family with two kids while the former campaign was targeted at the youth. It's quite noticeable that two main flavors were used by Wall's to counter Omore. Both these campaigns are international so one thing can be assured that Wall's is not going to be investing in any creative OOH like Omore is doing currently.

March 13th, Omore ice cream goes for content sponsoring for shows that portray laughter,smiles and happiness, thus they have chosen these programs for sponsorship on Geo Tv: Dolly Ki Aa Gayi Barat on , Shashlik & Nadaniyan . The most noticeable aspect for learning : Both the Karachi segment and Lahore segment were kept in mind while choosing these plays. Dolly ki Barat and Shashlik are both punjabi based especially Dolly with its language and Shashlik with its cast. Similarly, Nadaniyaan is urban and fit for Karachi market.

OMORE AD CAMPAIGN VS WALLS AD CAMPAIGNS

Marach 15th , Wall's 3rd fire using its another Top brand Choc Bar , a TVC which shows that now choc bar comes is 20% bigger and also that sending empty pakcs of Choc Bar will win you prizes.

Learning : Wall's competed against Omore so far using its top 3 brands , Corenetto, Caramel and Chocolate tubs and Choc Bar. Wall's is reminding consumers that Walls has all their fav brands. Can omore's frooze defy this brand war or omore is just another weak brand.

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March 22 , Wall's 4th TVC, this time for masses , using a very cheap tone to win over consumers to buy a mango ice cream tub and also giving them a chance to win prizes be sending the branded wrapper of the ice cream.

Learning: Starting from Cornetto, two in one tub(caramel+ chocolate) , 15% extra chocbar, and now mango ice cream with a chance to win expensive items. One conclusion is noticeable , this streak shows that the brand managers have done two things : 1) trying to outclass omore by rolling our their biggest brands 2) putting add-ons like incentive ( theoretically called : operant conditioning) 3) different audiences were hit , youth for cornetto , then choc bar people , family in case of two in one tub and now the masses through their mango tub ad. A spread out strategy.

PAK BRANDS: OMORE AD CAMPAIGN VS WALLS AD CAMPAIGNS

March 23rd : Omore rolls out on TV edited footage of its brand activation event. Seems a low quality video but focused on masses.

In the start of April, omore put another branded ad focused on making its positioning stronger. Another streotype of classical conditioning.

Badami tub ad campaign :

On the other hand , another fire from Wall's, this time in the 2nd week of April , as Wall's launch of Badami tub with an attractive billboard designed as a truck is seen everywhere.

The new Badami tub TVC :

PAK BRANDS : OMORE AD CAMPAIGN VS WALLS AD CAMPAIGNS

May 1st , 2011 : Walls seeking to outgun Omore in sales with yet another attractive juicy campaign called Wall’s “ Fruit you can see , fruit you can taste”. This catchy billboard looks like below :

What’s the aim of walls’ new campaign of fruit you can see , fruit you can trust. Are they doing penetration? are they launching new juicy flavored ice-creams? cam omore compete with this hammering?

New Walls ad Fruit you can see , Fruit you can taste.

This ends the competitive move by both giants so far. Let's learn a few things from these competitive actions taken by the brand rosters of both these companies.

• Omore did distribution first,supplemeted by insignificant advertisng and the ice cream trolleys. They did not launch their campaign at the same time. Why? they were waitng for the consumers to learn about omore and later go bursting to buy their mind share.
• Wall's waited for a week or so before they unleased their brand shot in the form of Mango Cone.
• Omore, waiting for an action from Wall's waited until wall's played their card and as soon as they did , Omore's army launched their fleet of ATL advertising and brand activation.

Learning : Not aggresive approach. Each team waited for the other to take a move.
Possible Flaws: Omore Launch TVCs's consumer profile was " educated,higher middle class boys and girls".On the contrary , choosing Sahir lodhi as a spokes man for the launch of brand activation program aims at a different target market. Is this a lesson for all marketing students that in reality it doesn't matter whom the brand is inittially targeted ad , its just the matter of time when the brand manger changes his target market. Or can you conclude it in this way : Masses always look at us to select their brands as we use premium brands and masses want to use premium brands, they would be lucky if the premium brand is cheap.Thus , they first showed Omore as a premium brand and once it was percieved by masses as premium brand , suddenly sahir Lodhi confirms that yeh this premium brand is definitley affordable and is just for you. Further ,

PAK BRANDS : Wall's can totally revamp its fridge to kill Omore at this early stage.The revamping must highly attractive and engaging.

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2012 MARKETING TIMELINE : Walls vs Omore

11 June , 2012 : Brand repositioning and product launch at a premium price of Rs 85. Here come Magnum. This brand takes the route of story telling with a mega event which attended by celebrities and journalist , thus acquired loads of earned media space. Omore stands still.

13th August 2012 : Walls launches two new flavours of a 1litre SKU : Caramel and Blackforest 
14th August 2012: Walls , for Eid advertises their "kha Badami Wow Strawberry" SKU. Whereas Omore just puts a print display on their fridges.